Citi
Citi Partner Experience Services
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Citibank Credit Card Website
& App
Challenge: Citibank's credit card experience had grown too complex. Payments, preferences, and billing were buried under navigation that made routine tasks harder than they needed to be. I led the redesign of the serving flow and migrated the Citi Partner Design System from Sketch to Figma, while keeping the experience consistent across co-branded partners including Home Depot, Macy's, Bloomingdale's, Best Buy, and Tractor Supply.
Role: Creative Director of UX & Design System Lead
Collaborative Leadership:
I ran a team of 15 designers across 3 pods, covering UX, design systems, and creative direction. I set the design principles, ran the critiques, and made the calls. We worked mobile-first from the start because that's where cardholders actually live. Research, IA, and content were all in the room, and my job was to keep everyone pointed at the same goal and make sure what shipped was actually good.
Optimizing the Serving Flow:
The post-login experience was where cardholders spent most of their time and where the product was failing them. Payments, billing, and preferences were scattered and hard to find. We mapped the real journeys, cut the unnecessary steps, and rebuilt the information hierarchy around what people actually needed to do. The result was a flow that got out of the way.
Outcomes:
Simplified the serving flow so cardholders could handle payments, billing, and preferences without friction. Delivered a consistent, mobile-first experience across all co-branded partner products. Migrated the full design system to Figma and left the team with a library they could actually build on.
Design System Migration:
Migrating the Citi Partner Design System from Sketch to Figma was not just a file transfer. I led a full audit of every component, rebuilt the library structure in Figma from the ground up, and made sure the documentation was clear enough that any designer could pick it up and work. The system had to serve 15 designers across 3 pods without breaking down at the seams.
